The Campaign Engine
Twelve months of campaigns around moments and occasions.
A campaign bundles several builds around one moment or occasion, for a few weeks, so a buyer meets the same story from several directions at once. Left alone, the builds drift: the website says one thing in March, the ads another in August, and the pitch hasn’t heard of either.
Most of what moves the Score never stops: the always-on layer. Campaigns sit on top, on dates that matter to the buyer.
Start with the dates the category already keeps: budget season, board season, association dinners. Firms can create occasions too, like an annual benchmark. A sale or an anniversary isn’t one.
Each build sets one rule for taking part. A campaign that fails any line waits. A week late with a landing page beats on time without one.
The campaign brief and a five-line brief for every asset. The IPA’s BetterBriefs survey found eight in ten marketers said they wrote good briefs, and one in ten agency staff agreed (IPA).
“Before you buy another line”
One claim, backed three ways: a number from the benchmark, a client who didn’t buy, and a client who weighed a A$1.4m press against a review. It never says buyers don’t need equipment, because sometimes they do.
Kestrel is invented.
Where your craft is
The big idea and the line are the agency’s. “Find out what this line can do first” is an idea a buyer remembers; a calendar is not.
You should be, a little. An occasions calendar, fourteen builds’ campaign tables read and grouped, seven campaigns and two routines, a capacity rule, a readiness gate with a dozen lines, and measures on three clocks.